Guerrilla marketing is another word for experiential marketing and that is to offer an immersive and exceptional experience to potential customers.
The term, first used in Levinson’s book ‘Guerrilla Advertising’, finds its roots in the term guerrilla warfare, a form of warfare that utilizes the element of surprise and sabotage to win against enemies. The shock value provokes engagement and after having experienced this immersive experience, the consumer is then more likely to share their memorable experience with the advertisement through word of mouth.
Guerilla campaigns are normally targeted towards city centers or public areas with high traffic in order to encourage the most number of people possible who see it to “record” it in some way: picture it, film it and spread it across their social media platforms.
Why are Guerrilla Marketing tactics so popular?
Low cost: the focus is more on creativity and time than money.
The surprise element makes it easier for consumers to share the experience
Experiential marketing creates a sudden “connection” between the consumer and the brand because of the “shock” factor.
Look at the following example of Guerrilla “street marketing” to advertise the HBO series, The Sopranos:
Thanks to guerrilla advertising, companies are focusing on having a better relationship with their customers and improving their customer follow-up. By using tools such as email subscriptions, newsletters and offers, companies are able to retain repeat customers and get new ones through referrals and word of mouth.
Did you think Facebook was big? Well, think again…Facebook is humungous! Not only is it the biggest social network out there, but it’s also one of the largest and results-oriented online advertising platforms that exist in the entire world.
This fact actually blew my mind considering its beginnings as a uni intranet system and it shows how far we’ve come. What shouldn’t come as a surprise however is that Facebook, with a user base of approximately 2 billion, has the potential to help you nail down the majority of your target audience. I.e. People who are actually interested in doing business with you.
All this sounds great, right? But in order to get the kind of positive results you want, you need to know what goes into running successful Facebook paid ads. Because if you get that right then it gets a whole lot easier to get a high return on your initial investment. Don’t be discouraged by the process if you’ve never worked with Facebook paid ads before it can feel really frustrating. This is your money you are investing and it is real so the last thing you want is to waste your budget, here are some ideas to avoid just that.
Choose your market goal objective i.e.
More sales for your latest product?
Are there any quality leads that you can nurture?
Can you improve brand awareness?
Can a company blog increase your traffic?
No matter what your ultimate objective is, the Facebook paid ads you create and the campaigns you run must be aligned with it — right from the start. This helps you achieve two things:
You will be able to design more relevant and click-worthy ads that your audience can connect with.
You will be able to choose the best and the most relevant campaign objective (e.g. Local Awareness, Conversions, etc.)
Remember, choosing the right objective is integral for your campaign, not only because it’ll stop you from losing your advertising dollars but also because it’ll set you up for better Facebook paid ads campaigns in the future.
Target properly…Don’t waste your money!
SIZE ISN’T EVERYTHING… I guess you’ve heard that before? This is also true of Facebook’s user base! And especially so when it comes to choosing your audience.
Please avoid targeting anybody and everybody with your ads… Quality over quantity and so on and so forth! Doing so may let you generate a lot of engagement and a whole bunch of paid clicks. But what’s the actual point if the people seeing your ad if they aren’t actually interested in what you have to offer? Even if they engage and click, they won’t convert because they cannot benefit from your service or product. So, don’t waste your money.
What size is your perfect size?
Some useful questions: How large is the group of people that will be interested in your product or service? Is it bigger or smaller than you thought?
In order to experience a strong return on investment, try to achieve a balance between the following:
Quality of your audience
Size of your audience
The price you’re paying to reach out
It’s all about the images
Facebook ads are all about the visuals. This means that if users stop scrolling and look at your ad, they will focused on how interesting the image is to them. The challenge is to match the visuals or creatives used to fit the target audiences’ taste. If you snooze you lose (their attention) and their precious clicks.
A huge thank you to our friends at MAD/ Fest for curating such a powerful and future-focused event last week. The Vertis team was delighted to sponsor the two-day conference that brought together the brands and people leading change across marketing, advertising and tech. From mega global brands like Google, Snapchat and TikTok through to fresher-faced startups, like, well, us, we came together to meet and learn in a hub of innovation, creativity and culture.
Brand clarity and purpose
Highlights include Dishoom’s Thamil Thakrar share how this deeply authentic group has imbued culture, story and experience into its brand to truly disrupt its category – on their terms, to deliver a customer experience that’s big-hearted and first class. Elsewhere Skyscanner’s Jo McClintock took a full-house through the growth brand’s marketing transformation, rooted in values – for them, everything starts with the traveller – data and an attitude of courage.
CMO Katie Evans shared Burger King’s journey to re-invent itself as a legacy brand, and its integrated strategy to create Whopper Day resulting an instant 30% surge for the brand. The common thread running through these brand strategies is having foundational values and purpose at your core.
Key adtech trends for 2020
Laura caught up with MAD//Fest’s content team to share her thoughts on 2020’s key adtech trends too. Here’s what she predicts:
With 80% of internet traffic being video by 2020, marketers will need to ensure their content creates cut-through. Using the latest video formats across your marketing funnel is how your brand will stay competitive.
Producing innovative, memorable content with storytelling at its centre will create the opportunity for brands to connect with their customers on a more emotional level – essential for the purpose-led consumer.
We’re seeing a rise in long-form video content. Already brands such as Patagonia are going beyond “snackable” content, to create longer-form (beyond 3 minutes) content that is engaging, culturally relevant and inspires stronger brand loyalty.
Putting human back in brands
MAD//Fest was the opportunity for our team to forge new relationships, explore partnerships and meet our peers in person as well as stay ahead of the adtech trends defining 2020. A great reminder of the power of real connection. If you’d like to discuss where contextual and native advertising fits in your 2020 plan, get in touch.
Let’s take a quick look at the three main trends for the end of 2019
1) The Rapid Rise of Identity-Based Pay-Per-Click Marketing
The variety of targeting options have continued to evolve at an amazing speed lately. It is possible now to target people with incredibly specific ads even based on details such as phone numbers and email addresses.
2) AI: The machines strike back!
Manual modalities of optimisations are being increasingly replaced with automated solutions. This comes with its pros and cons.
Want to know a pro? A pro is that automatic optimisation saves a lot of time.
And now time for a con: there is a degree of loss of control when it comes to the automatic take on advertising.
3) The new mantra is Recycle-Remarket-Recycle-Remarket
The future is the Convergence of paid/organic teams and the rise of content remarketing. It is sooo difficult to be seen at all in organic social feeds, and this is the case EVEN IF users have already liked or followed your brand.
There is a mind boggling amount of competition, and not only from other businesses but from users’ media publications amongst other stuff. This is where content remarketing makes an entrance: it can distribute your content among the right audience segments, increase brand recall, and generate qualified leads and sales.
The way forward is recycling the fantastic content you already have in order to make the most of the interest consumers have expressed for the ads you are promoting.
It can sometimes be difficult to understand the digital marketing jargon so, if you are confused, read on…
Confusing fact *1: One of the first misconceptions surrounding display advertising is that it is all considered display. Well, it’s not.
Confusing fact *2: Native advertising can sometimes be content marketing and sometimes display ads.
So, what is a display ad?
Display ads are normally located in “boxes” along the top of web pages…Like a traditional banner advert or video. They appear on parts on the site that are committed to paid advertising and aimed at creating a rapid conversion.
These traditional display ads are very different from native ads. These are created to blend in with their surroundings, they are a continuation of the environment that they are placed in, which means: less disruption.
Display ads are very straight forward to track and measure and are widely used for this reason. This is also why they are widely ignored.
Classified Display Advertisement is a method of advertising that is found in newspaper online and any form of online advertising. These periodicals may be sold or distributed for free and are very short.
Classified advertisements mostly placed by private individuals with single items they wish to sell or buy. Free classified advertisements buy and sell items, cars, properties and find or offer jobs publications printing news or other information after have sections of classified advertisements there are also publications which contain only advertisements.
An increasing number of sites and companies have started providing classified marketplaces online for the niche market services. Sometimes these specialized ads provide more targeted search capabilities than general search engines.
Display Advertisement is a type of advertising that typically contains text, logos, photographs or other images, location maps, and similar items. In periodicals, display advertising can appear either on the same page as or on the page next to the general editorial content. Whereas, classified advertising generally appears in a different section, which was traditionally only used for text.
Display advertisements are not required to contain images, audio or video. Textual advertisements are also used where text can be more efficient, for example: messages of a commercial nature sent to mobile device users, or email. One common example of display advertising are billboards. Posters or fliers are examples of display advertising.
Vertis Media have been using weather-based advertising for a while now. This involves targeting consumers based on the local weather (past, current, or future).
This means that ads are delivered based on the weather conditions that the user is experiencing. It makes perfect sense, doesn’t it? For example, adverts for particular beachwear could be presented to people during a heatwave, or antihistamines could be promoted to audiences located in areas where there is a high pollen count. An efficient way of doing this is through a weather targeting platforms, which enables users to trigger ads and automate bid adjustments dependent on real-time weather news.
In a world where we are ever more in control of our every day, it is strange to think that weather has a firm grip on nearly all aspects of the consumer purchase experience today.
Starting from what we eat, drink and an array of other activities that are fundamental to us as humans are all influenced by the fluctuations that weather throws at us.
An understanding of this relationship can be extremely fruitful for all parties. Data relating to weather can be used to advertise products at the most profitable time and in the most impactful way.
We broken it down here: this is how weather influences consumers in three different ways.
Purchase method: weather affects how people make purchases. For instance, during a hot day, physical shops often enjoy more footfall, whereas during colder periods of the year, traffic to online portals is likely to increase.
Mood: The second way in which weather influences consumer behaviour is through its influence on mood. Sunlight, in particular, can have a huge impact on a consumer’s mind frame and by consequently the the amount they choose to spend.
Product choice: Weather drives product demand. More pharmaceutical products will most likely be bought on days where the temperatures are at a particular level. Colder temperatures will determine a higher spending on soups, porridge and lip care products for instance.
It is an important time for advertising: never has it been accessible to so many people. There has never been less control over what is distributed generally. To think back at a time when a publisher decided whether to accept all of someone’s budget based on whether their readers were actually engaging with their print ad is ridiculous… But that is exactly how things work today digitally. With the enforcement of GDPR legislation, advertisers have even less control.
A lot of the consumers are now more vocal than ever about not wanting to be exposed to marketing. Ads are being ignored. The first banner ad came out 25 years ago which in internet years is around 100 years for every human year (!). Perhaps what was at one time disinterest has quickly turned into displeasure and to be honest most advertising is just making it worse!
Native advertising presents the consumer with an alternative that is creative, non intrusive and that actually makes sense to their journeys as customers.
I heard someone say the other day, ”Sometimes, I don’t even know what it is I need but I log on to my instagram account or read an article and the “right” ads come up with things that I wanted to get anyway!”.
This is because native ads respect peoples’ boundaries and look nice… This may seem like a strange thing to say but it is also equally as important for the ads not to give you a sore eye!
Advertising is becoming increasingly personalised but also automated, immersive and experiential… All this is, of course, trackable as incredible technology is helping advertisers go where advertisers have never been before.
1. For the first time ever, 2019 sees digital accounting for about half of the global ad market (eMarketer).
2. The growing fanbase for Voice. According to Juniper Research, 2.5 billion voice assistants were in use at the end of 2018, and that number is expected to more than triple by 2023 (Source: Adobe Digital Insights).
3. Interesting fact: 39% of people who heard a voice ad later went on to purchase the product advertised (Adobe Digital Insights).
4. The future is programmatic: by 2021, 88%, or $81 billion, of all U.S. digital display ad dollars will transact programmatically (eMarketer).
5. 50% of Generation Z and 42% of Millennials identified social media as the most relevant advertising channel (Adobe Digital Insights).
Vertis Media is hosting a Golden Ticket give-away for MAD//Fest London 2019, the most exciting adtech, martech & tech disruption festival in the world.
MAD//Fest opens its doors on the 13th November for two days of inspiring content with the biggest brands and break-out start-ups. If you’re a marketer, advertiser or disrupter, join us to meet, learn and seek out new ideas, connections and partnerships.
VertisMedia, the European adtech startup are proud sponsors of MAD//Fest, committed to promoting diversity and opportunities for people from all backgrounds to enter the media industry and switch brands, agencies, publishers and tech firms.
The festival line-up includes some of the most influential senior marketers in the UK and:
2,000 + brands
150 + speakers from the world’s top brands, agencies + platforms
Pub of the future, interactive cocktail bar + MAD//Senses Room
100 exhibitors across three curated halls.
Lots + lots of networking, drinks, parties + unconventional fun in an old East End brewery.
Register here for a chance to join the people carving out the future of marketing, advertising and technology.